Skechers makes sketchy claim, loses $40 million

They were endorsed by Kim Kardashian.

A bit too much ad puffery cost this shoe company:
Skechers will pay $40 million to settle claims in a class-action suit between Skechers USA Inc. and consumers who bought toning shoes after ads made unfounded claims that the footwear would help people lose weight and strengthen muscles...

The settlement grew out of a series of ads Skechers aired featuring celebrity endorsers such as Kim Kardashian and Brooke Burke, with claims that the shoes could help people lose weight and strengthen their butt, leg, and stomach muscles.

Skechers billed its Shape-ups as a fitness tool designed to promote weight loss and tone muscles with the shoe's curved "rocker" or rolling bottom — saying it provides natural instability and causes the consumer to "use more energy with every step." Shape-ups cost about $100 and are sold at retailers nationwide.

Ads for the Resistance Runner shoes claimed people who wear them could increase "muscle activation" by up to 85 percent for posture-related muscles and 71 percent for one of the muscles in the buttocks.
They were merely taking lessons from the shoe company Reebok, who ran a similar deceptive ad campaign and then had to refund customers $25 million. (Still, Reebok likely made a profit on the shoes.) See my post: Being Sexy and Deceptive is Profitable>>

Skechers to pay $40 million for exaggerated shoe claims, Christian Science Monitor>>

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